Cupertino-based tech giant Apple on Wednesday announced the launch of its next-generation streaming device with 4K Ultra HD resolution, called the “Apple TV 4K” at its annual iPhone launch event at the Steve Jobs Theatre in in Apple Campus, Cupertino. If you are not aware of this, Apple TV 4K is a set-top box that supports sharper resolution TV shows and movies. The Apple TV 4K comes with HDR or High Dynamic Range technology and high-resolution support of 4K Ultra HD.

4K Ultra HD technology offers 4x more pixels than HD that means you’re getting a much crisper, sharper video quality. As we mentioned, the box also supports HDR content which offers more true-to-life colours and far greater details. The company says that Apple TV 4K features unbelievably sharp, crisp images, richer, more true-to-life colours, and far greater detail in both dark and bright scenes. The Apple TV 4K also supports HDR10 and Dolby Vision, two HDR standards. These high dynamic range technologies improve the colour reproduction on television sets and offer more brightness.

Photo Courtesy: Apple

Apple’s executive Eddy Cue said the company is bringing several titles in 4K resolution from major Hollywood studios to the iTunes Store as the customers love to watch stunning 4K HDR movies on iTunes. iTunes users who’ve already purchased HD titles in their existing iTunes library will automatically be upgraded to 4K HDR versions at no extra cost when they become available. Netflix, Amazon Prime Video and other video services will also stream in 4K. Further, the company plans to bring live sports and news to the Apple TV, too.

The Apple TV 4K comes with new Siri Remote and features an A10X Fusion processor (the same chip that powers company’s big iPad Pro tablet) and 3GB of RAM. The new Apple TV 4K delivers a vivid and clear 4K HDR experience. It all runs on the genuine version of the Apple TV software, tvOS 11. The latest operating system includes an automatically switching in dark and night mode and support for AirPlay 2 and AirPods.

The latest Apple TV comes in two variants based on its storage capacity: Apple TV 4K with 32GB storage and Apple TV 4K with 64GB storage. As for pricing, Apple TV 4K with 32GB storage variant is priced at US$179 (approximately Rs. 11,450), while for the 64GB storage variant, it will cost you US$199 (approximately Rs. 12,750). Both the variants will be available for pre-order starting September 15 (Friday) and will be going on sale starting September 22 (Friday) via apple.com, Apple Stores, select Apple Authorized Resellers and various carriers in the country (US).